Here's a shock: Pay-per-click (PPC) companies might not tell you the entire truth when they're trying to get you to advertise with them. In fact, they might lead you to believe that PPC is all you really need to begin a successful online marketing campaign.

Nothing could be further from the truth.

Here are 11 massive myths about PPC that you should stop believing immediately.

1. You Always Get a Positive ROI

Some PPC companies might lead you to believe that you always get a positive return on investment (ROI) when you run ads online. That's simply not the case.

PPC, in a nutshell, is advertising.

Advertising isn't always successful.

The reality is that advertising on any medium is an investment in which you risk working capital. Any time you risk capital, it's possible that you'll take a loss. That's the nature of running a business in a free market economy.

2. You Just Click a Button and You're up and Running

Too many PPC companies lead you to believe that you just fill out a form, provide payment info, and then you can start running an ad in just a few minutes with just the click of a button.

Again, PPC is advertising. Running a successful ad is far more complicated than anything that can be accomplished with a simple button click.

You need to assemble a reputable marketing team that can come up with a winning advertising campaign. You need clickbait ad copy. You need great images. You might even need to produce a video. You need an excellent landing page and funnel.

None of that can be accomplished with the click of a button.

3. All PPC Companies Are Created Equal

You might think that it doesn't matter which PPC company you pick to promote your ads because they're all pretty much the same. That's also wrong.

Some PPC companies have better track records than others. Some companies cater more to people in a particular target market than others. Some companies can show your ads to more people than others.

Beyond that, some companies aren't even reputable. They're run by junior staffers who will happily take your money. There is a lot to know in order to make the best decision.

4. You Can't Talk to the Person Who Manages Your Ad Spend

You might be under the impression that everything associated with your PPC account is managed automatically and there's no account manager that you can talk to if you have concerns. That's false.

Or you might be talking to someone who only has one job, to talk to the client.

Most companies have an account manager who's responsible for how your money is getting spent and a client facing person.

So if you're disappointed in the conversion rate of your ads, get in touch with your paid search manager to find out what's going on. That will get you more answers than speaking with your rep.

5. Google AdWords is the Only Game in Town

Some PPC companies might lead you to believe that Google AdWords is the only game in town. That's not the case.

There are numerous other PPC ad networks that you can use to promote your brand. Some of them might be more suited to your business model than others.

Although Google's ad network is powered by the technology of the largest search engine in the world, and absolutely lends itself well to search engine marketing, it's certainly not the only option you have when it comes to online advertising. Facebook, Bing, Yelp, LinkedIn, YouTube... I could go on...

6. PPC Companies Care About Getting You a Return

Sadly, many PPC companies don't make your bottom line their top priority. Many of them just want your money.

That's why you should check reviews before signing on with a PPC company.

Keep in mind, though, that you shouldn't trust every review you read online. It's better to talk to people you personally know and trust who've done business with a PPC company before handing over your cash.

7. PPC Is a Solution to Every Sales Problem

Some business leaders are under the impression that, when everything else fails, they should try more advertising. That's not always the best solution.

Good luck hearing that from a sales rep at a PPC company, though. Those people might make you think that all you need to do to get the word out about your brand is just spend more money on Internet ads.

If your brand is failing, it could be due to a number of reasons unrelated to advertising.

8. PPC CTR Is the Only Thing That Matters

Maybe you've been running a PPC campaign for a while and noticed that you have a higher-than-average Clickthrough rate for your industry. That's great, right?

Not necessarily. Your PPC CTR only brings people to your site. What happens when they get there?

It doesn't matter what your PPC CTR rate is if you can't close the sale once people arrive at your website.

9. Landing in the Top Position Will Get You the Best Return

Someone might try to convince you that PPC ads are great because they can land you in the very top spot of the SERPs. That means your return will skyrocket, right?


Oddly enough, the top position in the paid results doesn't equate to the best return (in most cases). The CTR is often higher for sites in the #2 or #3 spots.

Also, a lot of "tire-kickers" often click on the #1 ad. They're just window-shopping and not interested in making a purchase.

10. More Keywords = More Conversions

If somebody tells you that more keywords adds up to more conversions, don't believe it.

Sure, you'll usually get more impressions with more keywords, but that doesn't mean that you'll get more conversions.

In fact, it's likely that your ad budget will deplete more quickly with more keywords.

11. You Can Run Your PPC Campaign on Autopilot

"PPC advertising is easy!" they said. "You just set up your campaign and let it run!"

Don't fall for that line. PPC advertising is like any other aspect of digital marketing: you have to check analytics to determine what's working and what's failing.

Once you have that information, you can trim away ad spend on failing campaigns while boosting your investment in more profitable ads.